ABSTRAK Latar Belakang: Dalam memanfaatkan pelayanan kesehatan, pelanggan dipengaruhi oleh beberapa pertimbangan, salah satu yang mempengaruhi pertimbangan pelanggan ialah adanya Brand Image yang tinggi dari sebuah rumah sakit. Tujuan: Untuk menganalisis pengaruh brand image terhadap kepuasan pasien dan pemanfaatan kembali layanan kesehatan pada instalasi rawat inap RSIA Malebu Husada. Metode: Rancangan penelitian ini menggunakan analisis jalur (Path Analysis).  Populasi penelitian ini sebanyak 128 responden dan sampel sebanyak 56 responden. Teknik Sampling yang digunakan adalah Accidental Sampling.  Penelitian ini menggunakan instrumen Servqual. Hasil: lokasi dan fasilitas (p=0,781) dan pelayanan yang diberikan (>p=0,996) tidak berpengaruh signifikan secara langsung terhadap kepuasan pasien. Identitas rumah sakit (>p=0,944), lokasi dan fasilitas (>p=0,208), kinerja karyawan (>p=0,398) dan pelayanan yang diberikan (>p=0,643) tidak berpengaruh signifikan secara langsung terhadap pemanfaatan kembali layanan kesehatan. Identitas rumah sakit (>p=0,767), kinerja karyawan (>p=0,147) dan (>p=0,996) tidak berpengaruh secara tidak langsung terhadap pemanfaatan kembali layanan kesehatan melalui kepuasan pasien sebagai variabel intervening. Kesimpulan: (1) Lokasi dan fasilitas berpengaruh terhadap kepuasan pasien (2) Kinerja karyawan berpengaruh terhadap kepuasan pasien (3) Kepuasan pasien berpengaruh terhadap pemanfaatan kembali layanan kesehatan. (4) Lokasi dan fasilitas berpengaruh terhadap pemanfaatan kembali layanan kesehatan melalui kepuasan pasien sebagai variabel intervening. ABSTRACT Background: Health service user considerations are influenced by various factors, one of which is the frequency with which a hospital promotes its brand image. Objective: Therefore, the purpose of this study was to investigate the impact of brand image on patient satisfaction and the intention of patients to utilize the health service again at the inpatient facility of RSIA Malebu Husada. Method: The design of this study was path analysis (Path Analysis). Then, from a population of 128 respondents, 56 were selected as samples. In the subsequent phase of this research, accidental sampling was employed to gather data and Servqual instrument was utilized. Results: Employee performance (p = 0.037) and location and facilities (p = 0.001) had a significant direct impact on patient satisfaction in the inpatient unit. Following that, with a significance value of p < 0.13, patient satisfaction confirmed a critical influence on patient intention to utilize health services. Furthermore, it was found that patient satisfaction, acting as an intervening variable, had a significant indirect effect on patients' intention to reuse health services, with location and facilities having a notable impact (p = 0.034). Nevertheless, neither existing hospital identity nor services (>p = 0.781 and >p = 0.996, respectively) demonstrated a significant direct impact on patient satisfaction. Furthermore, there was no significant direct effect observed for hospital identity (>p=0.944), location and facilities (>p=0.208), employee performance (>p=0.398), or provided services (>p=0.643) on patients' intention to reuse health services. Furthermore, through patient satisfaction as an intervening variable, hospital identity (>p=0.767), employee performance (>p=0.147), and (>p=0.996) did not have an indirect effect on the patient's intention to reuse health services. Conclusion: (1) Patient satisfaction is influenced by location and facilities; (2) Patient satisfaction is determined by employee performance; (3) Patient satisfaction is the determining factor in patient intention to reuse health services; and (4) Patient satisfaction acts as an intervening variable between location and facilities and patient intention to reuse health services.